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Re: ISSUE-28: MRC presentation

From: Jeffrey Chester <jeff@democraticmedia.org>
Date: Fri, 02 Nov 2012 09:32:28 -0400
Cc: Rigo Wenning <rigo@w3.org>, "public-tracking@w3.org" <public-tracking@w3.org>, Chris Mejia <chris.mejia@iab.net>, Ed Felten <ed@felten.com>
Message-id: <3293B627-358C-47DF-95C4-96BFE532BE2C@democraticmedia.org>
To: "Dobbs, Brooks" <Brooks.Dobbs@kbmg.com>
I strongly believe we need a balanced discussion, and that MRC needs to be analyzed by independent expert observers in relation to what we are doing.  If we going to invite MRC in to speak, I strongly urge us to invite a scholar not connected with industry.

Many thanks,

Jeff


Jeffrey Chester
Center for Digital Democracy
1621 Connecticut Ave, NW, Suite 550
Washington, DC 20009
www.democraticmedia.org
www.digitalads.org
202-986-2220

On Nov 2, 2012, at 9:16 AM, Dobbs, Brooks wrote:

> Jeff,
> 
> I hear you on wishing to discuss all of this, and I don't want to suggest
> that it shouldn't get proper consideration, but in the name in keeping
> issues bite size can we at least start the MRC discussion focused to
> "traditional" online measurement?
> 
> I'd like to start by just hearing from MRC what they need to validate
> "normal" CPM impression counting. Once we get an understanding of this, we
> could then go into the need for cross platform or viewable impression
> measurements or other issues that build off the base.
> 
> Again, not trying to limit any discussion here, just trying to order the
> line of inquiry a little to make sure we walk before we run.
> 
> -Brooks
> 
> 
> -- 
> 
> Brooks Dobbs, CIPP | Chief Privacy Officer | KBM Group | Part of the
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> brooks.dobbs@kbmg.com
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> 
> On 11/2/12 8:51 AM, "Jeffrey Chester" <jeff@democraticmedia.org> wrote:
> 
>> I have discussed the need to place what MRC is doing in the context of
>> its current work on cross-platform targeting measurement, including the
>> ad/media industry's 3MS initiative.  We need to invite independent
>> outside experts who can help us discuss MRC.
>> 
>> As you may know, MRC is coordinating the 3MS (Making Measurement Make
>> Sense) initiative "created by the ANA, the 4As and the IAB to tackle the
>> big issues surrounding cross-media measurement in a digital age.  Those
>> steps include the shift from an ad impression served model to one of
>> “viewable impressions” – a standard in which at least 50% of an ad is
>> viewable to a consumer for at least one second, the transition to an
>> “e-GRP” for cross-platform measurement." [cite via Mediapost]
>> 
>> Cross platform measurement tracking with analytics used to improve
>> targeting in campaigns has a direct impact on our work, I believe.  I am
>> happy to ask leading online ad scholars whether they wish to be on a call
>> if we have a MRC discussion.
>> 
>> More info on 3MS here: http://www.iab.net/mmms;
>> http://www.measurementnow.net/benefits.html
>> 
>> Jeff
>> 
>> 
>> 
>> 
>> Jeffrey Chester
>> Center for Digital Democracy
>> 1621 Connecticut Ave, NW, Suite 550
>> Washington, DC 20009
>> www.democraticmedia.org
>> www.digitalads.org
>> 202-986-2220
>> 
>> On Nov 1, 2012, at 6:36 PM, Rigo Wenning wrote:
>> 
>>> Chris, 
>>> 
>>> here is the reminder that you wanted to try to find someone in MRC
>>> who could present to the Working Group.
>>> 
>>> I think the best would be to get a set of questions to him/her. A
>>> presentation and Q&A session would be done during the TP WG call.
>>> 
>>> I encourage Ed and others to help with the questions. I remember the
>>> following: 
>>> 
>>> 1/ How does opt-out work with MRC? Is data collection mandatory?
>>> 2/ Is MRC collecting identified or identifiable data?
>>> 3/ If 2/ is yes, are there plans to change that in the foreseeable
>>> future?
>>> 
>>> Chris, feel free to suggest changes if you find the questions too
>>> provocative (I find them exploratory as I don't know nothing about
>>> MRC). 
>>> 
>>> I talked to the chairs and Aleecia also said it is a good idea. So
>>> can you help us to make this happen?
>>> 
>>> Rigo
>>> 
>>> On Friday 26 October 2012 16:05:06 Chris Mejia wrote:
>>>> Hi Rigo,
>>>> 
>>>> A quick note to let you know that I'm not ignoring this, just very
>>>> busy with other business today (non-W3C-related), so I'll get
>>>> back to you when my head is above water.  If you don't hear back
>>>> from me before mid next week, please feel free to ping me again.
>>>> 
>>>> Best,
>>>> 
>>>> Chris
>>>> 
>>>> Chris Mejia | Digital Supply Chain Solutions | Ad Technology Group
>>>> | Interactive Advertising Bureau - IAB | chris.mejia@iab.net |w
>>>> 212-380-4711
>>>> | c 347-949-8279 | Skype christopheramejia | AIM oskibearchris |
>>>> | Twitter
>>>> @oskibearchris | LinkedIn http://www.linkedin.com/in/chrismejia
>>>> 
>>>> On 10/26/12 5:13 AM, "Rigo Wenning" <rigo@w3.org> wrote:
>>>>> Chris,
>>>>> 
>>>>> can you please indicate a person at MRC that we can invite for a
>>>>> presentation?
>>>>> 
>>>>> Rigo
>>>>> 
>>>>> On Thursday 25 October 2012 16:17:24 Chris Mejia wrote:
>>>>>> Ed, respectfully, I had posted answer (before you asked your
>>>>>> question)‹ I guess you must have missed it when conducting your
>>>>>> research.  Let's follow-up offline and I'll be happy to point
>>>>>> you
>>>>>> to it.
>>> 
>> 
>> 
> 
Received on Friday, 2 November 2012 13:33:32 UTC

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